The American Marketing Association (1995) defines brand loyalty in two ways. The sales promotion definition is “the situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category.” The consumer behavior definition is “the degree to which a consumer constantly purchase the same brand within a product class.”
There are so many ways customers show brand loyalty, whether it’s only buying that one brand or spending a lot of money on a regular basis. Brand loyalty is how a company stays in business, and with the right resources, develops long lasting customers.
Brand loyalty is about how people feel and there are a limited number of brands that are best at boasting passion for its customers. Brand loyalty is more than just a product. A business has to make consumers want their brand over any other.
Relationships between a business and its customers are built from trust. It starts at the first conversation and builds with exceptional customer service and credible sources. So how do brands keep this relationship strong? The overall experience and emotional connection determines long-term brand loyalty of a customer.